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Semelhante a Marketing for Recruiters
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Marketing for Recruiters
- 1. Marketing 101. Essentials for the Modern Recruiter.
- 2. 2SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential job seekers are the consumers a recruiter needs to attract. jobs and company values are the products recruiters sell.
- 3. 3SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential despite all the changes in marketing over the years... five key rules for audience marketing remain the same.
- 4. 4SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential ( recruiting + marketing 101 = success )
- 5. 5SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential no marketing strategy ever relies on one channel. no consumer ever responds the first time they hear a message.
- 6. 6SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential it takes up to 7 times for a message to get into a consumer’s mind. the same can be said for a candidate…so you need to diversify.
- 7. 7SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential You are marketing a brand, therefore…think like a brand marketer – use multiple channels. 1 Referrals Job Boards Social Media Job Search Engine
- 8. 8SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential hit your candidate audience across multiple channels. but hold on…what should you say to engage them?
- 9. 9SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential Know Your Audience & Speak Their Language in Job Descriptions. 2 I need a Social Media Enterprise Director, Performance Specialization Team Huh?
- 10. 10SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential in marketing, it is all about the quality of the “copy” to drive response. in recruiting, the same rule applies to job descriptions!
- 11. 11SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential marketers always research “copy”… Don’t rely solely on the sales manager (or in this case…the hiring manager). Get feedback from the people you want more of – your current employee superstars. Make sure you incorporate your brand and company values into your job posting. HOWEVER, don’t get carried away. Remember the attributes your audience will be searching for … and exploit it!! 2 1 3 4
- 12. 12SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential job search engines are where the NEW jobseeker starts their search. your job posting MUST have the terms they are searching for!
- 13. 13SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential Know Where To Find Your Audience and Target Accordingly 3
- 14. 14SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential it is easier to sell to a consumer who already wants your product. it is less costly to target those with a need than to convince the world.
- 15. 15SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential marketers always target with data… Don’t “blanket blast” your job to the whole world – be strategic and target your audience. Focus on “traffic quality” and NOT “membership” – you want results so use results-focused stats. Demand data from your ad supplier and get them to deliver measurable results! If you are using a job search engine, ask them for data on WHERE people are searching for job titles and work with them to target this audience! 2 1 3 4
- 16. 16SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential “that should just about solve all your problems” - said the novice. in marketing, it isn’t what you’ve done, but what more can you do?
- 17. 17SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential Hello? Testing! Testing! 1-2-3… Test your job postings, then re-test! 4 Create Position Post Position Review Resumes Refine Position Re-Post
- 18. 18SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential always test your “copy” for results… Marketers are trained to test EVERYTHING – particularly response rates and quality! Once you have received candidates of a certain quality, review them with your hiring manager. Identify the qualities you would like to see more of from the resumes and adjust your job posting. Look at the “terms” used in the resumes of quality candidates and adjust your job posting to perform better on job search engines! 2 1 3 4
- 19. 19SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential however, don’t rely on “terms” alone when it comes to search. add budget to boost your search performance by “sponsoring” your jobs
- 20. 20SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential while testing “copy” helps you determine the right message… testing “channels” helps you achieve the right return on investment!
- 21. 21SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential Think strategically about your ad spending…think ROI! 5 $ $ $ $
- 22. 22SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential some tips to determine your ROI… If still using traditional mediums, incorporate a response form to track the source. If using a flat-rate job board or similar service, divide the spend by the candidate list received. Be careful of social media spending…it can get out of control. Always monitor your CTR v. $$. Try search engine sponsoring…it is a pay for performance model meaning you have greater control, lower costs, and budget certainty. 2 1 3 4
- 23. 23SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential Marketing for Recruiters. In Summary.
- 24. 24SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential Multi-channel marketing strategy is key in trying to reach the modern jobseeker. Diversify!! Know and speak the language of your audience, not your own…be aware of search terms! Data is your friend to target! Know where your audience is and go after them! Test your campaign, re-test it, and then test it again. Did I mention you should test? Spend strategically. Measure each channel for jobseeker quality and cut or expand your campaign accordingly. 2 1 3 4 5
- 25. 25SimplyHired© 2013 Simply Hired, Inc. All rights reserved. Confidential thank you.
Notas do Editor
- There are two fundamental rules when it comes to communications and getting your message out there.. #1…. no marketing strategy ever relies on one medium And #2…. nobody ever responds the first time they hear your message In fact, does anyone know the average number of times it takes for a brand message to result in a call to action? The answer is a minimum of 7 times.
- There are two fundamental rules when it comes to communications and getting your message out there.. #1…. no marketing strategy ever relies on one medium And #2…. nobody ever responds the first time they hear your message In fact, does anyone know the average number of times it takes for a brand message to result in a call to action? The answer is a minimum of 7 times.
- The new realty for recruiters is that you are marketers of your company’s opportunities. A job opportunity is your product, and your target audience, is the quality jobseeker. The rule in advertising is to hit your audience on multiple fronts and the same thing applies to modern recruitment. A solid strategy shouldn’t rely on a single channel – it should use multiple ones. Referrals (I think we would all agree) would be great if they worked all the time as a source of candidates. Sadly, we all know that we need to rely on job boards too. However, it shouldn’t stop there. Social Media and Job Search Engines should also be a part of the mix to help reach even larger audiences. In marketing, it takes a minimum of 7 times for a brand or message to reach a consumer and convince them to act. The same rules apply to recruiting. If you want that quality candidate to click and apply – you need to hit them from multiple channels as a part of a complete strategy.
- great, hit them from multiple points and mediums. but hold on…what should you say to engage them? I like to call this FIRST DATE WORRIES.
- This brings us to point number two….Know your audience and speak THEIR language It is critical to develop a clear and compelling value proposition for the target audience. In this way, they understand what your company does, why it is interesting to them, the needs they can have fulfilled by your company, and why it is better than alternatives. It is also critical to understand what the jobseeker is searching for. If your job posting is using words they don’t use to describe themselves and their skills…you are in for a problem with the reality of modern search. Ensuring that your job posting has the right keywords is critical. If your quality candidates are searching for jobs in one language and your job is advertising features and benefits in a different one – look out!! To avoid this, speak with your hiring manager to identify the keywords you should be using to describe the role and position. Don’t be afraid to be precise and use multiple terms to describe the tasks and skills you are looking for. The closer you are to the terms the jobseeker is searching for, the better your results will be from organic search.
- great, hit them from multiple points and mediums. but hold on…what should you say to engage them? I like to call this FIRST DATE WORRIES.
- Marketers ALWAYS, ALWAYS, ALWAYS research their advertising “copy”… They hold focus groups, do studies, and look at multiple messages to reach the RIGHT audience. So can recruiters…
- great, hit them from multiple points and mediums. but hold on…what should you say to engage them? I like to call this FIRST DATE WORRIES.
- And that brings us to our next topic….TARGETTING You have your channels, you’ve got your job posting nailed down…it is now time to target your audience. Start by asking internally or through your networks for where you might find large pools of resources with the skills you need. If you need to hire large numbers for a specific project in a remote area, try advertising in similar territories. If you need finance experts, try focusing advertising in more than one major financial center. After all, if the investment in relocating a quality candidate outweighs the business return they will generate – why wouldn’t you? Some channels may be challenging and expensive for you in terms of targeting. At Simply Hired, we can target a job down to a very precise location or multiple ones, for the same budget. You simply need to speak with your dedicated Account Manager and they can make it happen based on the unique needs of each job posting. Either way, doing some initial research to determine where you should target will save you time and money down the road when using job boards and referrals – so best to plan ahead.
- it is easier to sell to a consumer who already wants your product. AND it is less costly to target those with a need than to convince the world. All marketers live by this MANTRA…and it works for recruiting as well.
- Marketers ALWAYS, ALWAYS, ALWAYS research their advertising “copy”… They hold focus groups, do studies, and look at multiple messages to reach the RIGHT audience. So can recruiters…
- hold on a second…this sounds a little bit “pie in the sky”. well then, go out and demand data from your supplier to help
- It doesn’t end at targeting and perfect first campaigns… Marketers are trained to test EVERYTHING. The same should be true for your recruitment campaigns. In fact, in the dinner series I facilitated – metrics were the #1 item they wished they were better at. Testing , even if done on every Nth job posting, is a great way to determine the effectiveness of your campaigns and to determine the BEST SOURCE for advertising. First, create your job position using the tips I mentioned, nail down your language to ensure you are search engine optimized, and then roll-out your multi-channel campaign. Once you have received some resumes and you know they are of a certain quality, sit down with your hiring manager and review them. Do some have the best skills? Have they already been interviewed and did some perform better than others? If so, don’t be afraid to take some notes from their resumes. You can fine-tune your posting description based on the type of candidates you want to attract more of. If you are using a job search engine this is very easy. At Simply Hired, we crawl the web and refresh the jobs on our site every hour. This means that your newly posted job should start landing on the right candidate’s search terms roughly an hour after it has been posted. Either way, it is an opportunity for you to test, re-test, and fine-tune your approach for targeting – to ensure you are constantly hitting the right audience.
- Marketers ALWAYS, ALWAYS, ALWAYS research their advertising “copy”… They hold focus groups, do studies, and look at multiple messages to reach the RIGHT audience. So can recruiters…
- This brings me to the final set of rules of strong marketing.. testing copy is for determining the right message. BUT THAT ISN”T ENOUGH… testing your channel is for ensuring the right return on investment!
- This brings me to the final set of rules of strong marketing.. testing copy is for determining the right message. BUT THAT ISN”T ENOUGH… testing your channel is for ensuring the right return on investment!
- So, the last thing I’d like to cover is advertising spending. Before you start any recruiting effort, write down what your success measures are going to be. How much are you willing to spend per candidate? Per hire? What’s your total budget? What’s your target time to hire? Based on that, what’s your target time to X number of leads? AND – want amount are you willing to spend with each channel? THEN…track it! I cannot emphasize enough the need to track your source of hire and the cost. I realize this is difficult to do for those companies who use a flat pay-per-post model from a job board but it should be done every so often to determine the channel that works best for your company, industry, or specific roles. For job search engines like Simply Hired, it is more cut and dry…. This is a pay-for-performance model so the reports you are provided with are the number of clicks sent to your job. Since you only pay for the clicks and the traffic sent to you – you are only paying for performance.
- Marketers ALWAYS, ALWAYS, ALWAYS research their advertising “copy”… They hold focus groups, do studies, and look at multiple messages to reach the RIGHT audience. So can recruiters…
- Since we have landed on the topic, I’d like to tell you a little story to help explain the Pay-for-performance model to those in the room who may not be familiar with it yet. I had a consulting client a year ago (before coming to SH), that had two always-open hard-to-fill roles: finance specialists in Cornwall, ON, and a specific type of engineer in Welland, ON. Like most employers, they posted these jobs for a pre-set job posting fee (say, $500), and hoped for the best. Nothing happened. After 30 days their posting expired and so they did what most employers would do: re-posted the job and paid again. Eventually they hired a headhunter who also had a lot of trouble filling the role. In this scenario, one of two things can happen with a pay-for-performance model: 1) the employer receives a small number of applicants – let’s say 10 – and they pay about $10; or 2) nobody sees the job – because there really are no candidates – and the employer pays $0. Either way, the employer is far better off. I think about this client every day at Simply Hired and it was their pain that drove me to join the company.
- So, in summary, here are the things I hope you took away from today.